Event Mapping & Values
Every destination has a simple settings table: for each conversion event, you decide whether to send it and what value to attach. Signal Sparrow starts you off with sensible defaults, so you can leave it alone or fine-tune it.
Turning events on and off
Each event can be enabled or disabled per destination. When it's enabled, that event is forwarded; when it's off, it's ignored for that platform.
Here are the defaults Signal Sparrow applies when you connect:
| Conversion event | Default | Default value |
|---|---|---|
| Trial Started | Off | No value |
| Trial Converted | On | MRR |
| Subscription Started | On | MRR |
| Upgraded | On | MRR delta |
| Downgraded | Off | No value |
| Churned | Off | No value |
| Refunded | Off | No value |
The defaults focus on the positive revenue events, which is what teaches ad platforms to find better customers.
The four value modes
The "value" is the number sent alongside a conversion, so platforms can optimize toward revenue rather than just counting events.
| Mode | What it sends | Good for |
|---|---|---|
| MRR | The customer's monthly recurring revenue | New subscriptions and trial conversions |
| MRR delta | Only the change in revenue | Upgrades — sends the increase, not the whole plan |
| Fixed value | The same set number every time | When every conversion should count equally |
| No value | The event with no amount attached | Events you want to track but not value |
If a customer moves from a $50 plan to a $80 plan, the new value they created is $30 — not $80. MRR delta sends just that $30, so upgrades aren't over-counted.
Event names on each platform
Each platform has its own naming for standard events. Signal Sparrow maps your conversions to the right name automatically — for example, a new subscription becomes a Purchase on Meta and a purchase on GA4. You don't have to configure this, though advanced users can override the name per event if needed.